On March 22, the 16th Jiangsu Rural Tourism Festival, organized by Jiangsu Provincial Department of Culture and Tourism and Jiangsu Provincial Department of Agriculture and Rural Affairs, was launched in Guilin Village, Liyang City, Changzhou. Xu Ying, Member of the Standing Committee of CPC Jiangsu Provincial Committee and Director General of the Publicity Department of CPC Jiangsu Provincial Committee, attended the event.

At the event, the 2025 Jiangsu Rural Tourism and Leisure Agriculture Premium Routes were unveiled, featuring promotions of characteristic rural inns under the “Suyun Xiangqing (Jiangsu Charm and Rural Sentiment)” brand. Newly introduced was the “Charm of Jiangsu: Countryside Travel & Stay Inclusive Package”, which integrates leisure and therapy, rural study tours, cultural exploration, and eco-wellness offerings. Jiangsu Postal Service launched the “Post Benefits All” initiative to empower agricultural, cultural, and tourism sectors while boosting consumption. Jiangsu Rural Credit Union launched an upgraded “Rural Tourism E-Loan” program to support rural cultural and tourism consumption. International TikTok influencers initiated the “Foreign Students Exploring the Charm of Jiangsu” activity to boost inbound tourism. During the event, national Grade A and B tourism inns certifications were awarded to Jiangsu’s 2024 honorees, with the province now leading the country in the number of top-tier inns.

Aligned with seasonal travel trends, this year’s festival highlights premium rural tourism routes and specialized agricultural, cultural, sports, and tourism activities. Jiangsu Provincial Department of Culture and Tourism encourages key rural tourism destinations to leverage existing programs, rolling out 258 themed events across four categories: “Blossom Trails: Mountain Breeze” flower-viewing outings; “Meet Intangible Heritage: Creative Crafts” family-friendly workshops; “Countryside Pulse: Spring Energy” sports activities; “Enjoy Nature: Free Countryside” wellness camping. These activities invite visitors to savor spring time, enjoy spring landscapes, and explore spring mountains.

Currently, Jiangsu houses 60 national-level and 142 provincial-level key rural tourist destinations. In 2024, these villages received 138 million visits, generating RMB 44.87 billion in tourism revenue.